Quanzhou Brand Twenty Years Of Ups And Downs Recorded Anta

There are no rich birds in HKEx.
On the evening of November 21st, the announcement of the bird of fortune indicated that the listing status of birds of fortune will be abolished in accordance with article 6.01A of the listing rules at 9 a.m. on November 25th. It took nearly 20 years to go to the Hong Kong Stock Exchange's shoes and clothing brand from the small workshops, and for three years, the market was suspended for three years. Finally, it came to the stage of delisting.
In the past, fortune bird, which was listed in Hongkong on the name of "China real leather shoes king" and "China famous trademark", probably didn't think that one day its own signboards and assets would not only be auctioned by the court, but also faced with the situation of no one looking for it.
In August 26th, after the court announced that it had approved bankruptcy of fortune bird, in October 9th, the first auction of fortune bird bankrupt assets was made. The starting price was 284 million, 0 people signed up, October 17th assets were beaten twenty percent off, and second auctions were held, and no one was interested in it until October 29th. Finally, the rich bird finally received a price of 234 million.
Because seize the opportunity of the development of China's retail footwear and clothing industry, Fujian Jinjiang has become the famous "shoes capital of China" in the past 30 years. Fujian Shishi has become "the largest clothing city in Asia". Both Jinjiang and Shishi belong to Fujian Quanzhou. Anta, XTEP, and del Hui, the sports brands coming out of Quanzhou, run through many young people's memories. As for the birds of fortune, Li Lang and seven wolves, they have taken the budget of adding two or three years of clothing to young men and women.
Signing traffic stars, landing in the capital market, buying foreign brands, expanding rapidly under the line, the rise of Quanzhou brand, and the bonus period of China's shoe and clothing retail industry. Of course, the bottleneck of retail industry under these years is also reflected in the ups and downs of Quanzhou's brand.
　　 From small workshop to advanced flow thinking
When there is no concept of "traffic" in the entertainment industry and the Internet circle, the Quanzhou brand that started from a small workshop has already used the most popular stars to advertise in the biggest channel. From Lu Yi to Edison Chan to Jay Chou, anyone who has not been invited to be a spokesperson by the Quanzhou brand is embarrassed to say that he is just red.
The first to start the traffic flow is Anta founder Ding Shizhong. In 1999, Anta made a profit of 4 million. Ding Shizhong spent 800 thousand yuan to hire the Chinese table tennis player Kong Linghui as spokesperson for Anta brand, which was a handful of Quanzhou's business and even China's retail industry. The following year, Anta hit 3 million again and put an advertisement on CCTV. That year was also the Olympic year. Kong Linghui won the men's singles champion of the 2000 Sydney Olympic Games and spoke the Anta slogan of "I like, I choose".
Ding Shizhong's bet on the treasure. If you have to use the current traffic analogy, equivalent to "creation 101" just broadcast a few times, the brand is bound to Yang Chaoyue. What is more convincing than the old age, kindly Olympic champion endorsement sports brand? This move made Anta open the whole country, though it wasn't founded in 1989, and sponsored the strong popularity of Lining in the major events, but it was enough to make Anta independent in the second tier sports brand.
It's Ding Shizhong's idea to start selling shoes when he sells shoes in Beijing. In 1985, Ding founded the "quality shoes Co., Ltd.", a young man named Ding Shizhong began to live in the north with 600 pairs of "quality" shoes and ten thousand yuan produced at home.
At that time, there were many small workshops in Quanzhou, especially in Jinjiang, and the first township enterprise in 1979, the Yang Dai clothing and shoe factory, had to be mentioned. The success of this enterprise has given more inspiration to the Quanzhou people who had earned their living on the sea. Since 1979, the economic form of small family workshops has begun to prevail in Quanzhou.
In the 80s and 90s of last century, the popular brand of shoes and clothing was still dominated by foreign capital. When he was in Beijing, Ding Shizhong looked at shoes that were of the same quality as his own. Because the signs such as crocodiles were printed, the price could be doubled several times, and a certain understanding of the brand's premium capability was achieved.
Table tennis is the most popular sport in China. When almost every family watched table tennis matches, the famous stars were household names. Ding Shizhong signed Kong Linghui's move in one fell swoop, though it costs a lot, but the harvest is also abundant. The effective celebrity effect has naturally stimulated other Quanzhou colleagues, including del Hui.
However, Anta is taking the sports star route, and the less stressed sports attribute of del Hui chooses entertainment stars who have direct influence on teenagers.
Ding Mingliang, founder of del Hui and Anta boss, all come from Chen Dai Town, Quanzhou. Ding is the biggest surname in the area. Although there is no direct kinship, it has a small circle and a close relationship in the small town.
Ding Mingliang was 11 years older than Ding Zhong Shi. When Ding Shizhong was 17 years old, he watched 28 year old Ding Mingliang invest 40 thousand. He introduced the most advanced shoe making equipment in the city and named her "shoe".
The name of this foreign fan also reflects people's pursuit of foreign brands in that era. They are keen to give themselves a foreign name, such as Daphne, Xi long, and Jin lake.
Ding Mingliang's entrepreneurial path began in 1987, but the reputation of del Hui had to wait until 2003.
In 2003, looking at the great success of Anta's celebrity effect, del Hui hired Jay Chou as the brand spokesperson for two years' 10 million sky high price. That year, Jay Chou's fourth album created a miracle of record sales, the most popular star at that time. Today's words, Jay Chou is the top traffic.
The age of exile is scarce resources, and the man is still Jay Chou. The effect of advertising endorsements is also natural. After the endorsement began, sales of del Hui rose 46% and sales exceeded 600 million.
After Jay Chou, del Hui invited Edison Chan. The slogan of "del Hui, on my way" circulate in the golden six sports news time of central sports channel. The strong advertising campaign from central station to local station makes del Hui become the trend brand of young people at that time.
Jinjiang is not a big place. The imitation of business strategy is not a secret. When del Hui succeeds, other brands start to imitate.
Lin Heping, the founder of rich birds, was founded earlier than Anta and del Hui. In 1984, he founded a souvenir factory to produce slippers and sandals. In 1995, the integrated bird became a modern enterprise integrating the development, production and sale of shoes, leather goods and clothing.
In 1998 -2012, it was the high gloss period of the rich birds. Chen Zhonghe, the coach of the Chinese National Women's volleyball team and the star Lu Yi, served as the brand ambassador of Fu's bird.
Competing for capital assistance
After relying on the flow advertising to make the brand, the shoes and clothing brand of the Jinjiang Department has become the representative of China made: Anta, 360 degrees are positioned in sports, del Hui is positioned in the trend brand, and fortune birds and Leon are targeting middle-aged men who are upgrading their consumption.
The first to list in Hongkong is Anta, which has always been the first Ding Shizhong to show its ambition. Before Anta, the shoe brand only Hongxing Erke was listed in Singapore in 2005.
In July 10, 2007, Anta sports listed in Hongkong, offering 600 million shares to the global market, and only 183 times the public offering. Plus the excess allotment portion, Anta's financing exceeds HK $3 billion 500 million, creating the highest price earnings ratio and the highest amount of financing in China's sporting goods industry. Kong Linghui, who grew up with Anta, has not been absent from Anta's important nodes.
In 2008, XTEP was listed in Hongkong. In 2009, PEAK went public in Hongkong.
In today's opinion, going to Hongkong is still the first choice for many consumer products and Internet Co. On the one hand, Hongkong has a high time controllability in listing, and enterprises can better grasp the timing of listing. On the other hand, Hongkong's market acceptance of mainland finance, new energy, consumer behavior and the Internet is relatively high, and its valuation is basically close.
In December 20, 2013, the fortune bird went to Hong Kong to be listed. On the first day of its listing, its stock price once rushed to HK $8.9 / share, and its market value reached HK $10 billion, becoming the most prosperous time of rich birds.
After the listing, the funds raised by the open market make these companies more flexible and brand more internationalized, and further let them evolve from the limitations of family businesses and local enterprises to more transparent and scientific management. On the other hand, the cold and direct capital market has always been the most direct pursuit of profit and revenue growth. The annual growth pressure announced is also a huge test for these brands.
And they have chosen the same road, expand substantially, and set up shop under the line. China's per capita income rose sharply in those years. Commercial real estate also entered the golden period. By the end of 2013, the price of 100 cities rose for 18 consecutive months, and has risen more than 10% since 2013. The demand for the three or four tier cities is huge. It seems that opening up more shops to meet the needs of consumers is a great road to growth.
Anta started a big business in 2010, and by 2012, the number of Anta shops has reached 8082.
But since 2012, the domestic sports brands have been caught in the cold winter. In order to reform channels and digest inventory, Guan Dian tide takes turns in various sports brands. In 2012, Anta faced the first decline in its stock price since its listing and its continued decline. Its operating income dropped 14.4% to 7 billion 623 million yuan compared with the same period last year. Net profit fell 21.5% to 1 billion 359 million yuan and the gross profit margin also dropped 4.3 percentage points to 38%.
In 2013, the number of Anta's stores dropped to 7757, and Lining, XTEP, and 31st degree did not escape the trend. XTEP closed more than 150 stores in that year.
Del Hui, who is not yet listed, has gone another way.
In 2012, Ding Minglu, the new helmsman of del Hui, placed the dream of listing on A shares. At that time, the inventory crisis and poor sales were the crisis of the whole industry. It was also the two biggest obstacle for IPO to launch the company.
In 2012 -2014, del Hui began to expand its stores in reverse cycle, transforming fast fashion sports brand, hoping to improve in the closing shop tide.
Unlike sports shoes, the riches and birds that make leather shoes are not too much affected by the customs shop. In 2012, the birds became the third largest brand business casual shoes manufacturer and the sixth largest brand footwear manufacturer in the whole country. In 2013, it was listed on the Hongkong stock exchange successfully.
Everyone wants to be a dominant retailer in the offline market, but the process of brand transformation and stock taking is the important step to decide the future direction of the brand.
Transformation and self rescue
In 2009, Anta acquired the internationally renowned fashion sports brand FILA for HK $600 million, and began the transformation and upgrading of its brand. If the international takeover in 2009 is the beginning of Anta's transformation, then the first drop in performance in 2012 has sounded the bugle call for Anta's strategic upgrading.
In 2013, Anta upgraded from inventory, channel, brand and so on. After several years, it renewed the Chinese Olympic Committee and signed NBA.
Since 2014, Anta has maintained double-digit growth. FILA has brought more vitality to Anta group, and this year's acquisition of Amer Sports has made Anta's future more possible.
In August 2019, Anta finally released the core data of FILA for the first time after ten years of acquisition. In this year, Anta went through three short selling queries, and finally handed over the group's income of 14 billion 810 million yuan, up 40.3% year-on-year satisfactory answer. This year is a microcosm of Anta's 28 year history. It has been questioned all the way, and is also advancing all the way.
2015 is the watershed of Quanzhou's brand. Anta double digit growth, Lining get rid of three consecutive years of losses, del Hui encountered a large area of closed shop tide, brand upgrade failed, and fortune birds appeared after the first decline in net profit after listing, Fu Gui bird senior executives have said in the annual report, the footwear industry is affected by the macroeconomic boom, the footwear industry itself development cycle, is still in the bottom stage.
This year, the brand is faced with the diversion of e-commerce and the competition with the major brands at home and abroad. Enterprises with successful transformation have been rewarded by the market, and the brand of traditional games has been hit hard.
In 2015, double eleven, Anta's sales exceeded 1.7 billion, while rich birds sold less than seventy million and less than Anta's.
In 2016, the bird of fortune announced that the accounts receivable would be over 2 billion yuan.
In 2018, Guotai Junan disclosed as a trustee of creditor's rights revealed that there was a large amount of illegal external guarantee and capital lending activities. The company had at least 4 billion 909 million yuan of assets and the amount of assets could not be recovered. On August 24, 2019, the intermediate people's Court of Quanzhou, Fujian announced that the Limited by Share Ltd was bankrupt.
The rich birds have gone away with the times.
In the eyes of people outside Fujian, Quanzhou is a mysterious existence. Everyone is curious about the story, and also marvel at the strength of domestic brands.
The cruelty of business is probably that the brilliant brand may also fall down with the change of the environment. There will always be waves coming up to push ahead.